Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Drinking Milk Products in South Africa

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Executive Summary

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PROSPECTS

Growth is driven by strong milk production

Growth in milk in 2018 was supported by its healthy image and by strong supply compared with the previous year as a result of favourable farming conditions, as recovery from drought saw lower grain prices which resulted in lower feed prices. Shelf stable milk has slightly higher sales of milk in retail value terms.

Health and wellness trends support growth in niche categories

Health trends, increasing awareness of lactose intolerance and a desire to reduce fat or cholesterol in the diet are leading more consumers to try soy milk. Local consumers are becoming more familiar with the taste of soy milk.

Growth expected over the forecast period

Drinking milk products is expected to continue to benefit from increased milk production in South Africa in the forecast period, with this driving down prices. Large players such as Clover are likely to continue to expand their production, thus improving their economies of scale.

COMPETITIVE LANDSCAPE

Clover leads drinking milk products in 2018

Clover maintained its lead in drinking milk products in 2018, although it saw a decline of two percentage points from the previous year. The company benefits from its large size, which enables it to achieve economies of scale and a wide and strong distribution presence.

Private label remains a strong competitor

Private label held a very strong share within drinking milk products in value terms in 2018, although this was down marginally compared with the previous year. Private label enjoys strong consumer trust, with Pick 'n' Pay Retailers notably ranking second in drinking milk products with a double-digit value share in 2018.

The rising popularity of flavoured milk drinks

Both chilled and ambient flavoured milk drinks are present in the country; however, the majority of products are chilled. Although some brands, such as Clover's Tropika, offer ambient variants, most offer chilled.

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